As part of the "No Lay's, no Game" platform, we had to continue showing that Lay's is present in the homes where the Champions League is watched. In this case, through idents, a category where brands have a few seconds to convey their message. However, idents are often intrusive and do not connect with the audience as they interrupt the most important moments during the matches.

Before each UEFA Champions League match, the broadcast kicks off with the iconic intro, so while millions of fans around the world awaited for the match to begin, we took the chance to surprise them. That´s why, instead of interrupting with a typical ad break, we decided to become part of the intro.

NLNG strategy is to position Lay's in sports watching occasions as what popcorn is to cinema.

We started establishing the positioning with soccer as the most watched sport in the world during both the men's and women's UEFA Champions League, under the brand concept "No Lay's, no Game."

Our intention was to remind Champions League fans that Lay’s always makes the football watching moment better. We gave fans around the world another reason to always have Lay’s on game day – you never know what might happen.

We recreated every detail of the intro, and strategically placed it right in the middle of the intro, seamlessly blending it in with the iconic Champions League sequence.

Everything was happening as usual, but suddenly, something unexpected occurred.

The drone veered away from the stadium, catching everyone off guard.

The camera continued its journey through the city until reaching a building, where we discovered a group of fans gathered, eating Lay's chips, about to watch the Champions League match.

The drone zooms in on the friends in the apartment, and when the fans notice the camera, they step out onto the balcony to wave to all the spectators who are watching them.

+ More than 15 millions of viewers every matchday.